Pearl River Piano Group Brand Transformation | Visual Identity System
制造业, 消费升级
Pearl River Piano Group Co., Ltd.
Brand Transformation
www.pearlriverpiano.com
Brand overview
Pearl River Piano Group Co., Ltd. (002678.SZ), founded in 1956, is one of China’s leading musical instrument groups, with businesses spanning piano manufacturing, digital instruments, music education and cultural services.
The company became publicly listed in 2012 and operates a portfolio of piano brands including Pearl River, Kayserburg, Jingzhu and AMASON, while also expanding its international brand portfolio through established European piano marques.
Marking its 60th anniversary, Pearl River Piano Group commissioned Xinming to lead a comprehensive brand transformation. The project established blue as the group’s core visual color and created a more unified visual framework capable of connecting the corporate brand with its wider portfolio of sub-brands.
Pearl River Piano Group Brand TransformationBuilding a Visual System for a Leading Piano Brand
Project Type
Brand Transformation / Visual Identity System / VI System Development
Client Industry
Musical Instruments / Piano Manufacturing / Cultural Industries
Design Partner
Xinming
Pearl River Piano Group is one of the most established names in China’s piano industry, with decades of manufacturing expertise, craftsmanship and cultural heritage.
As the business entered a new stage of international expansion and multi-brand development, its existing visual identity needed to support a more complex brand environment. Greater consistency, stronger international expression and a clearer relationship between the corporate brand and its sub-brands became increasingly important.
Xinming began the project by examining the company’s brand strategy, business structure and long-term direction. Three core values emerged as the foundation of the transformation: manufacturing excellence, cultural heritage and international growth.
The objective extended beyond refreshing individual visual elements. The project focused on building a visual system that could operate consistently across the organization and continue to support the brand as it evolved.
A More Coherent Visual Language
Blue was established as the primary brand color, creating a visual character that feels composed, rational and culturally grounded while supporting a more contemporary and international presence.
The visual identity system was then structured around a complete set of standards covering the logo, color system, typography, core graphic language, layout principles and application guidelines.
At the same time, the system considered the hierarchy and relationship between Pearl River Piano Group and its portfolio of sub-brands. Each brand could retain its own character while sharing a clearer visual foundation at group level.
From Visual Identity to Brand System
The project reflects Xinming’s Brand OS approach: using positioning as the strategic core and translating brand judgment into visual language, rules and repeatable applications.
This allows the brand to move beyond a collection of visual assets and operate as a coherent system — one that can support communication, product expansion, internal management and international market development over time.
Building for Long-Term Brand Value
Through the transformation, Pearl River Piano Group established a clearer, more unified and more scalable visual identity system.
The new framework strengthens the professional expression of a leading Chinese piano brand while providing a stable foundation for future brand communication, portfolio development and international growth.
